Copywriters Podcast Episode 031 - What Copywriters Should Read, Part 2
Discover how deep insights into human behavior can elevate your copywriting skills. The discussion dives into essential books that shape a copywriter's perspective on persuasion, negotiation, and storytelling. Explore the critical difference between fixed and growth mindsets, emphasizing the need for continuous learning. Gain a fresh understanding of talent and mastery in creative fields. Finally, learn why mastering foundational skills is essential to avoid the pitfalls of chasing fleeting trends.
00:00
Copywriters Understand Human Nature
- Good copywriters understand human motivations deeply, often more than psychologists.
- They develop this skill through careful observation and reflection, vital for effective copy.
Brace for Challenging Truths
- Brace yourself when reading these advanced books as they may challenge your assumptions about humanity.
- Knowing how people really behave is critical for marketers and copywriters to improve their results.
Persuasion Needs Emotion and Reason
- Being purely factual in persuasion isn't enough; appeal to whole-brained strategies.
- Embrace a mix of emotion and reason to make your copy truly persuasive.
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Intro
00:00 • 3min
Essential Reads for Copywriters
03:12 • 10min
Understanding Mindset for Success in Copywriting
12:58 • 5min
Mastering Creativity: Insights from Influential Books
17:49 • 13min
Foundations Over Fads: The Importance of Mastering the Basics
31:03 • 2min
Peak
Secrets from the New Science of Expertise
Anders Ericsson
Robert Pool
This book summarizes Anders Ericsson's 30-year research on the acquisition of expertise.
It introduces the concept of 'deliberate practice,' a specific learning method used by experts to achieve superior performance.
The authors distinguish between different types of practice, such as naive practice, purposeful practice, and deliberate practice, emphasizing the importance of mental representations in achieving expertise.
The book also addresses the misconception of the '10,000-hour rule' popularized by Malcolm Gladwell and provides practical tips for improving skills in various areas.
Winning Bigly
Winning Bigly
Persuasion in a World Where Facts Don't Matter Anymore
Scott Adams
Wired for story
The Writer's Guide to Using Brain Science to Hook Readers from the Very First Sentence
Lisa Cron
In 'Wired for Story,' Lisa Cron combines neuroscience with storytelling principles to help writers understand how the brain processes stories.
The book explains how to hook readers by meeting their hardwired expectations, how to structure a story effectively, and how to use conflict and character development to keep readers engaged.
Cron provides numerous examples from literature and film, along with practical advice and checklists to improve writing skills.
The book emphasizes that a story is not just about plot, but about how the protagonist changes as a result of their journey, making it an internal rather than external experience for the reader.
The talent code
Greatness Isn't Born. It's Grown. Here's How.
Daniel Coyle
In 'The Talent Code,' Daniel Coyle delves into the science behind talent development, highlighting three key elements: Deep Practice, Ignition, and Master Coaching.
Coyle draws on cutting-edge neurology and research from various talent hotbeds around the world to explain how myelin, a neural insulator, is crucial for skill development.
The book provides tools for parents, teachers, coaches, and individuals to maximize their potential and that of others, emphasizing that talent is not born but grown through targeted practice and the right motivation.
The Moral Animal
Why We Are the Way We Are
Robert Wright
In 'The Moral Animal', Robert Wright delves into the world of evolutionary psychology to explain human behavior, emotions, and moral conduct.
The book uses Charles Darwin's life and personal conduct in Victorian England as a case study to illustrate how evolutionary forces shape human behavior.
Wright discusses topics such as jealousy, altruism, and social class, arguing that many of our actions are driven by subconscious genetic strategies aimed at survival and the propagation of our genes.
The book also explores the paradox of how moral and responsible actions can emerge from a strictly Darwinian interpretation of human behavior, suggesting that understanding our evolutionary past can help us override our primitive programming and develop a more common moral outlook.
Mastery
Robert Greene
In 'Mastery', Robert Greene argues that mastery is not an innate talent but a skill that can be developed through a rigorous process.
The book outlines several key stages: finding your life's task, undergoing an ideal apprenticeship, finding the right mentor, acquiring social intelligence, and fusing intuitive with rational thinking.
Greene draws on the lives of historical and contemporary masters such as Mozart, Einstein, and Temple Grandin to illustrate his points.
He emphasizes the importance of deep practice, self-directed learning, and the ability to read and navigate social dynamics.
The book challenges the conventional notion of genius as a genetic gift and offers practical steps for anyone to achieve mastery in their chosen field.
Mindset
The New Psychology of Success
Carol S. Dweck
In this book, Carol S. Dweck introduces the concept of two mindsets: the fixed mindset and the growth mindset.
People with a fixed mindset believe their abilities are static, while those with a growth mindset believe their abilities can be developed through effort and learning.
Dweck shows how these mindsets influence success in school, work, sports, and personal relationships.
She also discusses how to adopt a deeper, truer growth mindset, and how this can transform individual and organizational cultures.
The book emphasizes the importance of perseverance, learning from failures, and embracing challenges as key components of the growth mindset.
How to Argue and Win Every Time
How to Argue and Win Every Time
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Jerry Spence
Jerry Spence's "How to Argue and Win Every Time" is a seminal work in trial advocacy, offering insights into effective jury persuasion.
Spence's approach emphasizes storytelling and connecting with the jury on an emotional level.
The book details his strategies for winning cases, focusing on understanding the jury's perspective and crafting compelling narratives.
It's considered a must-read for lawyers and anyone interested in the art of persuasion.
Spence's methods have influenced countless legal professionals and continue to be studied and debated.
Never Split the Difference
Negotiating As If Your Life Depended On It
Tahl Raz
Chris Voss
VOSS/RAZ
This book, written by former FBI hostage negotiator Chris Voss and co-author Tahl Raz, provides a masterclass in influencing others through negotiation.
It distills the Voss method, revealing skills such as establishing rapport, creating trust with tactical empathy, and transforming conflict into collaboration.
The book is filled with real-life examples from Voss's career, illustrating how these techniques can be applied in both professional and personal life to achieve goals and defuse potential crises.
Copywriters are solitary creatures who spend large amounts of time alone. Yet the good ones understand quite a bit more about human motivations and behaviors than almost anyone else, including most professional psychologists.
Why is that? A lot of it comes from observation and thinking about what they have observed. But more to the point, they have to… or, their copy just won't work.
Last week we talked about a "core curriculum" of books people copywriters need to read. This week, we're going to talk about "the advanced stuff" – a deep and possibly disturbing survey of how and why people do what they do. Stuff you need to know if you want to improve the response to your copy.
So today these words are especially relevant:
Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers in highly regulated industries like health, finance, and business opportunity… you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time.
Now, some friendly advice regarding what we're going to be talking about today. Of the dozens of books I considered for last week's episode and this one, the nine books I'm suggesting today made the cut. My advice is that you need to brace yourself when you read them. This stuff can be scary, because as you start to find out how people REALLY behave – and why – it will almost certainly shake up some of your cherished assumptions about humanity.
But as a marketer and copywriter, you need to know anyway.
Three categories of books:
1. Persuasion
2. Story
3. The mind, and learning
-Persuasion Books
1. How to Argue and Win Every Time, by Gerry Spence
• Spence is a lawyer with an incredible winning record
• Learned some hard lessons early on, changed his approach
• Not easy or fun, but incredibly valuable
2. Scott Adams: Winning Bigly – Persuasion in a World Where Facts Don't Matter Anymore, by Scott Adams
• Visionary thinker about persuasion
• This book could upset you – it's worth the disruption
• I have it on order. I've only looked at the table of contents on Amazon.
3. Never Split the Difference, by Chis Voss
• Former top FBI hostage negotiator
• Not what you would expect
• Some very valuable insights about persuasion I've never seen anywhere else.
- Story Book
4. Wired for Story, by Lisa Cron
• Talks about story and how the human brain responds to it
• She's got plenty of Hollywood and NY publishing experience
• Great teacher – clear explainer
- Books on the Mind and Learning
5. Mindset, by Carol Dweck
• Two types of people
• Invaluable for understanding those who will/those who won't
• Author is Stanford professor
6. The Talent Code, by Daniel Coyle
• Shows why talent is NOT the deciding factor
• Lots of tips for learning and improvement
• Good introduction to work of Anders Ericsson (book 8)
7. Mastery, by George Leonard
• Great book by terrific writer
• Helps you understand the frustrations of getting better
• Short book, easy read, strangely motivating
8. Peak, by Anders Ericcson and Robert Pool
• The "10,000 hour rule" demystified
• Clear and well written, but not an easy read
• If you want to become a master copywriter, you must read this
- Evolutionary Psychology
9. The Moral Animal, by Robert Wright
• Will open your eyes to things you never thought about
• Not always pleasant and sometimes scary
• You'll understand human nature at a MUCH deeper level
Download.